{"id":14422,"date":"2024-02-03T13:11:08","date_gmt":"2024-02-03T07:41:08","guid":{"rendered":"https:\/\/winnerbrands.in\/?p=14422"},"modified":"2024-02-21T14:02:24","modified_gmt":"2024-02-21T08:32:24","slug":"brand-loyalty-the-great-marketing-mirage","status":"publish","type":"post","link":"https:\/\/winnerbrands.in\/brand-opinions\/brand-loyalty-the-great-marketing-mirage\/","title":{"rendered":"Brand Loyalty: The Great Marketing Mirage?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"14422\" class=\"elementor elementor-14422\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e516b91 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e516b91\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-069c22c\" data-id=\"069c22c\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9f35cb0 elementor-widget elementor-widget-text-editor\" data-id=\"9f35cb0\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p>For the past few days, we have been thinking a lot over the concept of brand loyalty.<\/p><p>In today&#8217;s world of choice abundance when customers are highly comparative and flirtatious, brand loyalty seems like a difficult construct.<\/p><p>What is happening here? How are the paradigms changing?<\/p><p>So for this edition of FreeFlowing we invited our friend Sharan, a seasoned marketer, to share his take on brand loyalty.<\/p><p><span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.linkedin.com\/in\/sharavana-raghavan\/\" target=\"_blank\" rel=\"noopener\">Sharan<\/a><\/span> is a growth consultant to emerging FMCG businesses. He is the founder of Vitral Brand Expertise, which specializes in accelerating brands from \u20b950 crores to \u20b9500 crores in revenue profitably. With close to 2 decades in the industry, Sharan previously worked with Henkel, Cadbury \/ Mondelez, Reckitt &amp; Godrej Consumer, in various roles across the world.<\/p><p>Over to Sharan for his take on brand loyalty&#8230;<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e344e91 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"e344e91\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-divider{--divider-border-style:none;--divider-border-width:1px;--divider-color:#0c0d0e;--divider-icon-size:20px;--divider-element-spacing:10px;--divider-pattern-height:24px;--divider-pattern-size:20px;--divider-pattern-url:none;--divider-pattern-repeat:repeat-x}.elementor-widget-divider .elementor-divider{display:flex}.elementor-widget-divider .elementor-divider__text{font-size:15px;line-height:1;max-width:95%}.elementor-widget-divider .elementor-divider__element{margin:0 var(--divider-element-spacing);flex-shrink:0}.elementor-widget-divider .elementor-icon{font-size:var(--divider-icon-size)}.elementor-widget-divider .elementor-divider-separator{display:flex;margin:0;direction:ltr}.elementor-widget-divider--view-line_icon .elementor-divider-separator,.elementor-widget-divider--view-line_text .elementor-divider-separator{align-items:center}.elementor-widget-divider--view-line_icon .elementor-divider-separator:after,.elementor-widget-divider--view-line_icon .elementor-divider-separator:before,.elementor-widget-divider--view-line_text .elementor-divider-separator:after,.elementor-widget-divider--view-line_text .elementor-divider-separator:before{display:block;content:\"\";border-bottom:0;flex-grow:1;border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--element-align-left .elementor-divider .elementor-divider-separator>.elementor-divider__svg:first-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-left .elementor-divider-separator:before{content:none}.elementor-widget-divider--element-align-left .elementor-divider__element{margin-left:0}.elementor-widget-divider--element-align-right .elementor-divider .elementor-divider-separator>.elementor-divider__svg:last-of-type{flex-grow:0;flex-shrink:100}.elementor-widget-divider--element-align-right .elementor-divider-separator:after{content:none}.elementor-widget-divider--element-align-right .elementor-divider__element{margin-right:0}.elementor-widget-divider:not(.elementor-widget-divider--view-line_text):not(.elementor-widget-divider--view-line_icon) .elementor-divider-separator{border-top:var(--divider-border-width) var(--divider-border-style) var(--divider-color)}.elementor-widget-divider--separator-type-pattern{--divider-border-style:none}.elementor-widget-divider--separator-type-pattern.elementor-widget-divider--view-line .elementor-divider-separator,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:after,.elementor-widget-divider--separator-type-pattern:not(.elementor-widget-divider--view-line) .elementor-divider-separator:before,.elementor-widget-divider--separator-type-pattern:not([class*=elementor-widget-divider--view]) .elementor-divider-separator{width:100%;min-height:var(--divider-pattern-height);-webkit-mask-size:var(--divider-pattern-size) 100%;mask-size:var(--divider-pattern-size) 100%;-webkit-mask-repeat:var(--divider-pattern-repeat);mask-repeat:var(--divider-pattern-repeat);background-color:var(--divider-color);-webkit-mask-image:var(--divider-pattern-url);mask-image:var(--divider-pattern-url)}.elementor-widget-divider--no-spacing{--divider-pattern-size:auto}.elementor-widget-divider--bg-round{--divider-pattern-repeat:round}.rtl .elementor-widget-divider .elementor-divider__text{direction:rtl}.e-con-inner>.elementor-widget-divider,.e-con>.elementor-widget-divider{width:var(--container-widget-width,100%);--flex-grow:var(--container-widget-flex-grow)}<\/style>\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-02ebf2e elementor-widget elementor-widget-heading\" data-id=\"02ebf2e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">#1 Understanding Loyalty<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-93b40d4 elementor-widget elementor-widget-text-editor\" data-id=\"93b40d4\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>The term itself sounds so heavy and serious, as if pledging allegiance to a king, country or cause. Do we really expect consumers to demonstrate this level of devotion to mere brands? Truth be told, consumers don\u2019t even think about brands so much. Their life does not revolve around brands as much as we want them to.<br \/><br \/>Consumers are pragmatists who are looking for bang for their buck and not an emotional partnership. If at all we are to speak of loyalty, shouldn\u2019t it be from the brands to the master who is paying for the product or service?<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-60c383f elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"60c383f\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c820381 elementor-widget elementor-widget-heading\" data-id=\"c820381\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">#2 Old World Order<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f2f9ae8 elementor-widget elementor-widget-text-editor\" data-id=\"f2f9ae8\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>In the past, the markets were less saturated, and consumer choices were relatively limited. Brands like the Ambassador car and BPL electronics were synonymous with their respective industries. However, what could have been perceived as loyalty was more a function of limited choices and habitual purchasing than any emotional attachment.<\/p><p>People moving away from Ambassador cars in a hurry the moment they had the choice of other options is testimony to the fragility of this kind of \u2018loyalty\u2019 forced by lack of choice in the face of innovation and change in market dynamics.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-43668d6 elementor-widget elementor-widget-image\" data-id=\"43668d6\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.18.0 - 20-12-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"840\" height=\"628\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-1.png\" class=\"attachment-full size-full wp-image-14430\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-1.png 840w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-1-300x224.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-1-768x574.png 768w\" sizes=\"(max-width: 840px) 100vw, 840px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c700a9a elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"c700a9a\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7034bd7 elementor-widget elementor-widget-heading\" data-id=\"7034bd7\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">#3 Brand Polygamy<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8671f19 elementor-widget elementor-widget-text-editor\" data-id=\"8671f19\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>In today\u2019s market, where choice is abundant and access to information is ubiquitous, consumer behaviour has changed drastically. They are more experimental and seek variety and novelty at every corner. The perceived decline in brand loyalty is not about consumers becoming fickle but a response to a more dynamic market.<\/p><p>Take, for example, the rise of D2C brands in the personal care space. Brands like Mama Earth &amp; Wow have given traditional brands a run for their money simply because they had a better and more relatable story to tell and products that could live up to the promise of their narratives.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7af8623 elementor-widget elementor-widget-image\" data-id=\"7af8623\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"903\" height=\"502\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-3.png\" class=\"attachment-full size-full wp-image-14427\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-3.png 903w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-3-300x167.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-3-768x427.png 768w\" sizes=\"(max-width: 903px) 100vw, 903px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fe42c9a elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fe42c9a\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2d4536a elementor-widget elementor-widget-heading\" data-id=\"2d4536a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">#4 Importance of Omnipresence<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7193d09 elementor-widget elementor-widget-text-editor\" data-id=\"7193d09\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Brands can no longer afford to be channel specific. They need to be omnipresent. Being top of mind is crucial, but being available at every point of sale is even more crucial. Else, any mental availability that is created only goes to waste. Take Mama Earth &amp; Wow again. They nailed the online personal care game, thriving during the pandemic while bigger players lagged. But now, as shoppers return offline, their absence in physical stores is enough reason for consumers to defect. Again.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3ef2a80 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"3ef2a80\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-10bfc8e elementor-widget elementor-widget-heading\" data-id=\"10bfc8e\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">#5 Rethinking Retention<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2888661 elementor-widget elementor-widget-text-editor\" data-id=\"2888661\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>Brand loyalty is, in effect, customer retention. By retention, I don\u2019t mean bombarding customers with ads or spamming their inboxes. It&#8217;s about delivering on promises, reducing friction in repeat purchases, and offering such compelling value that customers can&#8217;t help but return.<\/p><p>Amazon Prime is a great example of this. They provide such outsized value, that it has become almost ridiculous for online shoppers not to have a Prime account. Having failed to do this is probably why some of the iconic brands from our childhood have ceased to exist.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-c88f111 elementor-widget elementor-widget-image\" data-id=\"c88f111\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"1379\" height=\"776\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-3.jpg\" class=\"attachment-full size-full wp-image-14426\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-3.jpg 1379w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-3-300x169.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-3-1080x608.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-3-768x432.jpg 768w\" sizes=\"(max-width: 1379px) 100vw, 1379px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1b4afae elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"1b4afae\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5d2cdcc elementor-widget elementor-widget-heading\" data-id=\"5d2cdcc\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">#6 The Continuous Engagement Model<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-83010bf elementor-widget elementor-widget-text-editor\" data-id=\"83010bf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>To ensure customer retention, brands must look for ways to continuously engage with consumers. This is not about just fulfilling a promise but remaining relevant in the consumers\u2019 life beyond the transaction. Creating content is the ideal way to drive relevance with consumers today.<\/p><p>In my opinion, nobody does it better than LEGO; through their interactive and community-driven platforms, their stories and brand partnerships, they don\u2019t just keep consumers engaged and invested in the brand\u2019s ecosystem but also constantly give them reasons to buy repeatedly.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-19dac1b elementor-widget elementor-widget-image\" data-id=\"19dac1b\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"1379\" height=\"776\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-4.jpg\" class=\"attachment-full size-full wp-image-14428\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-4.jpg 1379w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-4-300x169.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-4-1080x608.jpg 1080w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-4-768x432.jpg 768w\" sizes=\"(max-width: 1379px) 100vw, 1379px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-2d404d9 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"2d404d9\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-70ceaec elementor-widget elementor-widget-heading\" data-id=\"70ceaec\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">#7 The Ecosystem Trap<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-aeb69e3 elementor-widget elementor-widget-text-editor\" data-id=\"aeb69e3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>One way of \u2018commanding\u2019 loyalty is by creating a web of products and services so interconnected, they make a customer&#8217;s life a series of happy coincidences. Take Apple, for instance. Sure, there\u2019s badge value, but it\u2019s more than just that. It\u2019s about the experience. An iPhone is great on its own, but paired with a Mac? Pure synergy. An iPad might seem pricey next to other tablets, but if you\u2019re already in the Apple family, chances are, you won\u2019t think of another brand.<\/p><p>These ecosystems, when done right, are like fortresses, keeping competition at bay. It\u2019s like Super-Apps, same idea, different area. But, and it\u2019s a big but, to keep customers in your garden, each product needs to be a stand-alone delight, delivering incremental joy with every additional purchase. Simply parachuting a wannabe \u2018super-app\u2019 is not going to cut it, but that\u2019s a conversation for another day.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-848f50d elementor-widget elementor-widget-image\" data-id=\"848f50d\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"451\" height=\"253\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-2.jpg\" class=\"attachment-full size-full wp-image-14424\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-2.jpg 451w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-2-300x168.jpg 300w\" sizes=\"(max-width: 451px) 100vw, 451px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ce9bc96 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"ce9bc96\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0d36b6b elementor-widget elementor-widget-heading\" data-id=\"0d36b6b\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">#8 From Loyalty to Engagement<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e1beac5 elementor-widget elementor-widget-text-editor\" data-id=\"e1beac5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>This shift from loyalty to engagement and retention reflects the realities of today&#8217;s market for most categories. Brands need to focus on making every interaction meaningful and convenient.<\/p><p>Seamless user experiences, personalised interactions, and consistent value delivery are key. For example, Cadbury Dairy Milk Silk\u2019s activations around Valentine\u2019s Day have been so consistent and full of cute mush that the brand has become synonymous with the day.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-68707d7 elementor-widget elementor-widget-image\" data-id=\"68707d7\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"903\" height=\"454\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-2.png\" class=\"attachment-full size-full wp-image-14425\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-2.png 903w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-2-300x151.png 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-2-768x386.png 768w\" sizes=\"(max-width: 903px) 100vw, 903px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-0a01d5b elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"0a01d5b\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7736102 elementor-widget elementor-widget-heading\" data-id=\"7736102\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">#9 What about brand tattoos?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ad3bb4c elementor-widget elementor-widget-text-editor\" data-id=\"ad3bb4c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>And then, there are those peculiar cases \u2013 individuals who tattoo brand logos on their bodies. These rare fans are not the norm but exceptions to the rule. They are drawn to narratives so compelling and experiences so consistently delightful that they elevate the brand to a cult-like status.<\/p><p>But these brand evangelists are outliers, not the average consumer. Harley Davidson\u2019s fanatics are called Hogs. But they quickly cease to be just customers of the brand and move beyond, to become a part of the brand narrative to bring and retain new customers by demonstrating their fanaticism.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-8816b7c elementor-widget elementor-widget-image\" data-id=\"8816b7c\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"324\" height=\"324\" src=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-1.jpg\" class=\"attachment-full size-full wp-image-14429\" alt=\"\" srcset=\"https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-1.jpg 324w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-1-300x300.jpg 300w, https:\/\/winnerbrands.in\/wp-content\/uploads\/2024\/02\/Brand-Loyalty-winnerbrands-1-150x150.jpg 150w\" sizes=\"(max-width: 324px) 100vw, 324px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fb1fd64 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fb1fd64\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-dcd4687 elementor-widget elementor-widget-heading\" data-id=\"dcd4687\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Conclusion<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1ab462c elementor-widget elementor-widget-text-editor\" data-id=\"1ab462c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>So, is brand loyalty dead? Not necessarily. It has evolved into a more nuanced relationship, where convenience, value, and experience play pivotal roles. Loyalty was never a quid pro quo system and never will be. Think of your loyalty to your friends. It isn\u2019t transactional, but born of a genuine emotional bond.<\/p><p>Those brands that focus on loyalty points based on transactions will continue to be gamed by their customers. While, brands that adapt to reality and focus on strategic engagement and meaningful interactions are more likely to thrive. Building loyalty for your brand, is about taking a holistic approach that balances emotional connection with disproportionate value.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-1f53841 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"1f53841\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d61e0fe elementor-widget elementor-widget-heading\" data-id=\"d61e0fe\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Leverage the power of top marketing talent\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-24d34a3 elementor-widget elementor-widget-text-editor\" data-id=\"24d34a3\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p>WinnerBrands helps organizations hire top marketing talent.<\/p><p>Be it performance marketing experts, content specialists, creative directors, designers, video editors or brand managers, we can help you find the right marketing talent to unlock your brand\u2019s potential.<\/p><p>Run by marketers for the marketers, we are already a preferred marketing talent partner for both established conglomerates and agile startups.<\/p><p>WinnerBrands can serve as the one-stop solution for all your marketing talent hires, offering you complete flexibility to engage this talent in your preferred engagement format- full-time (on your payroll), contractual (on our payroll) or on a freelancing basis.<\/p><p>So, if you are looking to onboard the best marketing talent, vetted by industry experts, in the shortest possible time, then WinnerBrands is your go-to place.<\/p><p>Talk to our founders and explore smarter ways to hire marketing talent by dialling <span style=\"text-decoration: underline;\">+91 9778075884<\/span> or by scheduling a virtual meeting by clicking <span style=\"text-decoration: underline;\"><a href=\"https:\/\/bit.ly\/45ZSUjY\" target=\"_blank\" rel=\"noopener\">here<\/a><\/span>.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa5e094 elementor-widget-divider--view-line elementor-widget elementor-widget-divider\" data-id=\"fa5e094\" data-element_type=\"widget\" data-widget_type=\"divider.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-divider\">\n\t\t\t<span class=\"elementor-divider-separator\">\n\t\t\t\t\t\t<\/span>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>For the past few days, we have been thinking a lot over the concept of brand loyalty. In today&#8217;s world of choice abundance when customers are highly comparative and flirtatious, brand loyalty seems like a difficult construct. What is happening here? How are the paradigms changing? So for this edition of FreeFlowing we invited our [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":14428,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[22],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brand Loyalty: The Great Marketing Mirage? - WinnerBrands - Helping brands leverage the power of top marketing talent<\/title>\n<meta name=\"description\" content=\"All brands strive for brand loyalty, however, it seems a difficult milestone to achieve. 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